Finally… someone said it!  Social media can’t save you or your business. Doug Stephens of Retail Prophet Consulting published a great article last month. In it, he challenges business owners to ask themselves the following questions:

1. If you didn’t work for your brand, would you care that it existed?
2. Do you have a product or service story to tell that people should even give a damn about? Something that excites, inspires, or entertains?
3. Can you articulate your unique value in one or two short sentences without using jargon?
4. Will what you share with people be so valuable, interesting or remarkable that they will not only notice it, but also enthusiastically share it with others?

So many clients are telling me they have adopted a social media strategy or “hired” someone to handle their social media.  However, if you don’t have solid answers to these 4 basic questions, then social media won’t save you. In fact, it might hurt you. Here’s the thing with social media: either commit to doing it and doing it right or don’t bother at all.

Here are a few entities that use social media the right way:
Wegmans
Home Depot
The U.S. Government

If you know me, you know that I love cats. But this video means so much more. If you believe that you have the power, you have the power. And this cat’s got it!

Check out this video that Greater Media shot and produced for the website we created:  www.NeedCountertops.com

Not only is Zappos the best for selection and customer service, but their boxes can be used by your cat for entertainment and sleep.  My cat Alex is just as excited about a package from Zappos as I am!  Another reason why I just love Zappos! 

Meet Butch Lumpkin – Golf Video Golf Channel

Attention all non-Toyota, automotive manufacturers and dealers!!!  You are NOW experiencing the BIGGEST opportunity since Chevrolet countered Ford in the 1920s and 30s by offering new and improved models giving customers choices — colors, options, convertibles — while Ford dedicated 20 years to producing one model available in one color — black.  Remember that infamous quote from Henry Ford?  “The buyer of a Ford car can have any color he wants, so long as it is black.”  In 1931 Chevy’s strategy paid off and their sales surpassed those of Ford.  Assembly lines may have worked for Henry Ford at the time, but things change and just because it didn’t make financial sense to manually paint cars different colors for the company, doesn’t mean it works for consumers.  Oh… and, by the way, this all went down during The Great Depression — the best time to INNOVATE!

Well enough history, it does and will repeat itself.  Why?  Because we never learn from it.

Toyota — the best selling automaker in the WORLD… that’s right, THE WORLD!!!  Is experiencing massive woes.  Apparently assembly lines aren’t working for them either as they are in the midst of a massive recall and congressional investigations.  Baby, this is bad! 

Initially, their handling of this disaster was compared to that of Tylenol in 1982 — the darling of PR stories.  Well, there is a big difference here.  Tylenol acted quickly and Tylenol was a victim!  A murderer tampered with a few bottles on store shelves, and seven people in Chicago died.  Tylenol didn’t take a chance.  They acted quickly and they sacrificed short-term sales for the safety and health of the public they protected. 

Toyota is completely at fault here.  There is something faulty in the construction of their vehicles.  People have died.  There are congressional and government investigations underway.  Toyota is hiring additional lobbyists, lawyers, and PR experts.  Last month auto sales were up.  Toyota’s sales were down 16%.  They are sending parts (and funds) to their dealers and recommending that they extend service hours, etc.  Recommending?  I would make damn sure that there is (at a minimum) one representative direct from Toyota at every dealership contacting customers, making accomodations to repair these vehicles immediately, and following up with them.  Can’t make it into the dealership for the repair?  We will make house calls, we’ll bring our mobile service center to you, we’ll go to your office, whatever it takes.  There is certainly plenty that Toyota can do and I am certain they will; however, in the meantime….

GM – Nissan – Ford – Kia – Volvo – HYUNDAI… Where are you?… I had to search to find the below article on General Motors’ handling of the situation (who interestingly enough contracted out production of 1400 Ponitac Vibe accelerator systems to Toyota).  Their response was poor at best because they not only waited for desperate Toyota and Lexus customers to contact them, but they offered this…
  General Motors is offering a month-long incentive program to Toyota owners, Automotive News reports. The move looks to take full advantage of the Japanese brand’s recent massive recall woes.  If you haven’t heard by now, Toyota has recalled 2.3 million of its vehicles for accelerator pedals that could potentially stick. General Motors says thousands of Toyota and Lexus owners have called GM dealers and reps for help in their desperation, said spokesman Tom Henderson. Why they would do that, we’re not really sure. But GM is making a bold move to capitalize on the situation.
  The incentive runs through February and allows Toyota and Lexus vehicle owners to do one of three things when picking up a GMC, Buick, Cadillac, or Chevrolet vehicle: Lessees can wave three car payments totaling $1000; buyers who choose to finance and that qualify can get 0% financing for 60 months; cash buyers can knock off $1000 from their purchase.
  Ironically, Toyota’s recall includes the 1400 Pontiac Vibes of the 2009-2010 model years still available in North America that use a Toyota Matrix platform. Only two are reportedly left unsold in the U.S. and those vehicles will be held pending fixes, GM says. GM is currently waiting for Toyota to provide further recall instructions to its GMC-Buick dealers regarding accelerator pedal replacement.  Source: Automotive News
Click here to see the public’s response to this article. 

Come on, GM.  Give me a break!  When are you guys gonna get it?  This response is pathetic to desperate Toyota drivers in an emergency situation.  Show some sympathy.  You should be hammering the message on traditional media (that’s right, I said traditional media and that means RADIO in a big way — when people are driving these vehicles) to stop into any GM dealership (or, heck, we’ll come pick you up) and pick up your SAFE, complimentary loaner car while we repair your Toyota.  What do you think the impact of that message will be?  Think you’ll increase sales?  Think you’ll win “friends” in congress?  Who needs lobbyists when you have helped tax payers (and potential lifelong customers who blog and talk to friends and family) at a time when they are fearful for their safety and that of their family?

I can hear the excuses now… the legalities, the manpower, the unanticipated expense… What about the once in a lifetime opportunity??!!

Maybe I’m wasting my time trying to make a point to the manufacturers, but there are dealerships out there — small businesses — that can make a big and lasting impact right now!  Opportunity is knocking….

Cancellation?  Ugh… Ahhhh!!!…  No one wants to take a cancellation and I hate taking cancellations from my clients.  However, I recently had a terrible experience trying to cancel a gym membership that has made me rethink the way I have responded to cancellations in my own business.  Instead of looking at a cancellation as a negative, I now see it as a great way to build upon and strengthen the current relationship you have with a client. 

In November I had to cancel a gym membership at Lifestyle Family Fitness.  I didn’t cancel because I wanted to stop working out or was unhappy with the service.  I canceled because I had to!  I was moving to a new city that has no Lifestyle locations (which I told them).  I was a key client for this gym.  I spent a lot of money on a personal trainer, I went consistently, I referred new members to them, and I never had any payment disputes with them.  After three years, I had to cancel and the response I got from them was all ATTITUDE.

First, I couldn’t get someone at the main office on the phone.  When I got a local staff member by calling one of the Orlando-area locations, I was told that I would have to drive to one of their facilities (this in the midst of a move) to sign paperwork.  I did this and was greeted with a lousy attitude and told that I would still have to pay for the entire month of December.

Why are companies giving customers (and everyone they know or influence) excuses to never do business with them again?  From re-stocking fees of up to 60% on returns to jumping through hoops on a cancellation, companies that take this route are sure to alienate thousands.

Lifestyle attempted to do something right from a marketing standpoint, but they botched that too.  They have contacted me since via form e-mails to come back.  Well, if they had indicated in their system my reason for leaving (i.e. “client moving to Philadelphia”), they could have developed a quality one-to-one relationship with me.  They could have sent me special offers to any locations they plan to open near my new home.  They could have wished me luck as I embark on a new adventure.  They could have recommended I visit another gym in this area and possibly worked out some type of referral fee from that facility.  eMarketing is efficient and effective; however, if you don’t know who you’re sending messages to and why (the customers’ reasons, not yours), it is just perceived by your database member as an annoyance.  Of course, all the best marketing in the world doesn’t change the fact that your employees had a poor attitude in response to a change in my life.

I plan to join L.A. Fitness next month.  From what I can see, this company actually gets it.  I logged onto their website and it looks like you can cancel/reinstate a membership from anywhere through the convenience of a computer.  Should Lifestyle come to Philly or should I ever move to a city they serve, I won’t be joining their gym and I don’t recommend it to you either.

In business, returns/cancellations/exchanges are inevitable.  Similar to how true winners are judged not by the way they handle themselves when they are winning, but how they handle their losses; your business is judged in the same way.  This experience reminded me how I should and will handle the tough times and I hope it serves as a reminder to you and your employees.  A bad attitude will only lead to extinction.

I meant to write about this outstanding marketing tactic last month.  As we were preparing for our military move to Philadelphia, Keith (my husband) and I took a road trip to Philly and stayed downtown at the Radisson in Rittenhouse Square for one week.  I was on the go Wednesday through Friday with job interviews.  Keith was heading to Moorestown, NJ on the same days and we spent Monday and Tuesday house hunting.  All told, it was a busy week in a big city that neither of us had ever visited prior.

This is where McDonald’s comes in.  We are all familiar with McDonald’s — it’s a worldwide favorite.  The company’s consistent and strategic marketing plan reaches us via RADIO, Television, billboards, the Internet, and through their numerous locations.  Arriving in Philadelphia, I was surrounded by a tactical message that they were promoting in the area– “69-cent coffee… any size”.  I heard about 69-cent coffee (any size) on RADIO.  I saw the ad on TV in the hotel room.  I saw the sign in their restaurant windows downtown.  My husband went into one of the restaurants and later told me about McDonald’s 69-cent coffee — any size for just 69-cents.  Think this campaign worked?  Uh, yeah… it’s easy to remember, they promote the heck out of it everywhere their consumers go, it gets patrons spreading the word, and it’s an incredible VALUE.

The lesson here is not to advertise your great offers to everyone.  Few marketers have the budget that McDonald’s has.  The lesson here is to surround your customer based on their lifestyle.  This is easy to do if you truly know and understand the wants and interests of your key customers.  What websites do they frequent?  How do they spend their leisure time?  What shows do they watch?  What radio stations do they listen to?  What is of value to them?  Does your business serve their needs when they need them served or are you an intrusion or a hassle to deal with?  If you and your employees truly connect with your customers, you can succeed and make the best use of your marketing dollars.  Surround them based on their lifestyle.  Not based on what’s convenient for you… and, if you’re employees aren’t working to support this marketing strategy, get them up to speed quickly… more on this later.

Well, I have been dreading this move for about six months now.  It is finally underway.  We are on the road (in Virginia) right now and will be in our new home — Philadelphia — tomorrow.  We found a beautiful condo to rent in downtown Philly and I will be starting a new position in two weeks. 

I’ll be in a major market and I will continue to grow in an industry that I love — RADIO!!!  Being in Orlando for the past 11 years (and moving there with nothing but what fit into my ’91 Honda Accord), meant that I haven’t had to deal with moving ever.  However, the worst is over… and our furniture is enroute to Philly!

The military demands a lot, but they also offer a lot… sure there are the health benefits, shopping discounts, etc… but we are getting to live in an incredible city like Philadelphia and they are moving us there.  I cannot wait to get home… to our new home — Philly.  We look forward to Eagles and Phillies games, excellent food, unmatched museums, and cheesesteaks.